Kevin Ward

The Brand Molecule

A brand molecule, according to Hill and Lederer, is the process of identifying all associations connected to your brand. In addition to understanding the type of connections, you need to evaluate the importance of each association and how much weight it carries independently.

By unfolding a brand molecule, the organization is able to view all possible connections, either positive or negative, in its current state. By virtue of this analysis, you can achieve greater clarity and insight into your positioning or re-branding process.[1]

There are many different approaches and methodologies used in the development of a brand. Success though comes through having a good plan that is organic and well managed. One example of the process of developing a brand molecule can be seen with The ORCA Partnerships approach to strategic marketing and marketing communications. Through their 4 step process they Discover, Distil and Deliver money making solution. Key aspects of this process include the development of a value proposition which embodies the foundation of the brand molecule. For more information on the ORCA process click here.[2]

The Web Molecule

The same can be said of the web molecule. It’s important to organize web development based not only on current technologies but also on expandability. The web molecule shows how web development is built in a systematic and scalable manner allowing for future expansions. This approach allows for solutions that are cost effective and allow for growth.

In keeping with the OCCAM Online philosophy we have developed a Web Molecule diagram showing the various aspects and relationships within a web development project. This diagram is a visual exploration of what is accomplished through the initial discovery and planning stages leading ultimately to a completed scope document as well as providing a path to the creation of a successful website.

REFERENCES:

[1] Brand Channel Website -
http://www.brandchannel.com/papers_review.asp?sp_id=680

[2] The ORCA Partnership -
http://www.orcastl.com

So the more I learn and the better equipped I become to face the daily challenges placed before me, the more I realize my limitations. I realize that though I have a broad body of knowledge when it comes to creating a web presence for a company or working on a business development project or any of the many jobs I have done up to now I still find that I am limited. This surprisingly is a good thing in that it affords me the opportunity to learn and do even more than I know and do now. Fortunately for me I never ascribed to the silly cliché, “Jack of All Trades, Master of none.” I find it to be a self limiting belief that people put on themselves to justify not being a lifelong learner. For me there is beauty in learning, knowing, and doing.

Recently in an interview I was ask, “If you take this job you won’t be doing as much design, does that bother you.” Knowing one’s self in these situations proves to be a very valuable asset. I immediately knew the answer to his question. The truth is satisfaction for me comes in many ways and I am always open to the opportunity to move and improve upon whatever it is I am doing. For the past 10 years I have worked in various forms as an Art Director and Web Designer; so what I was ultimately being ask was, “will you miss the creative part of what you do?”

To answer that it’s necessary to understand that I consider myself to be a Conductor. Whether I am orchestrating paint on a canvas or pixels on a screen it’s all the same to me and I can be creative and express myself and find a great deal of fulfillment. That’s the beauty of creativity; you can use it with anything. So getting back to the answer for the question, I wouldn’t miss designing for print, doing video’s, websites or other conventional creative tasks; for me satisfaction and fulfillment comes from approaching what I do with integrity, learning everything I can about what I am doing, and then orchestrating creative solutions to expectations.